Apple's assuredly making phones with bigger screen sizes, and ahead of that, its ads are getting bigger too. Today the company announced two new ad formats for developers as part of its iAd platform: full-screen interstitial banner ads, and pre-roll videos. Both are designed to take over the entire screen while using an app, and bring developers higher revenue than they'd get with smaller, less intrusive banner ads.

Other ad networks have offered those for a while now, including Google's mobile ad platform. However, up until now, Apple's required some user interaction for ads to take over the screen: you needed to tap a banner for it to pop up, or hit a predefined break during an app or game.

The new format is present on both the iPhone and iPad, and available for developers to start using in their apps today, though the pre-roll videos require iOS 7. According to Apple's documentation, these videos can run 15, 30, or 60 seconds in length..

These kind of adverts annoy me on Android as well. I normally decide to uninstall applications that use them. Pity, as some of the applications can be good, but it's the only way to let the developers know that it's not the kind of advert that I want - even if it has zero effect.

*Shrug* I see a jab at iOS. (And that's completely ignoring the OP says the exact same info, with a link.) How is it misunderstood?

He already confirms full-screen ads exist on Android today. And now that iOS gets it too he can finally switch away from Android to iOS. Before he couldn't switch to iOS because he likes full-screen ads so much. It was the only thing Android still had over iOS for him.